Jungheinrich AG, the Hamburg-based intralogistics provider founded in 1953, presents a corporate identity built around a red typographic wordmark. The current logo consists of the company name in capital letters, with the red color (#E30613) serving as the primary brand color across applications.[1]
Design and History
Jungheinrich underwent a significant brand realignment in the years leading up to 2018. The company’s own press materials describe this as a “new corporate image” developed to create a clear and understandable presence in the global competitive environment.[2] The realignment was driven by the need to present the group consistently across all divisions and stakeholder touchpoints.
The redesign effort was recognized externally. In June 2018, Jungheinrich received a gold German Brand Award in the category “Industry Excellence in Branding – Industry, Machines & Engineering.” The jury noted that the new corporate image demonstrated “professional brand management” and that all of the group’s divisions “convey the DNA of the Group brand perfectly.”[2]
The brand realignment also earned recognition from the German Design Award, where the project “Neuausrichtung der Marke Jungheinrich” (Realignment of the Jungheinrich brand) won in the Brand Identity category. The jury praised the design for working across all media and for transporting the company’s brand values and strategic repositioning in both word and image.[3]
Jungheinrich’s brand management approach is described by the company as being based on “solid strategic foundations, a clear description of our brand identity and a unique, congruent brand experience across all points of contact.”[2]
Meaning and Symbolism
The Jungheinrich logo is primarily typographic, placing the company name at the center of the identity. The red color (#E30613) is the defining element of the brand’s visual presence.[1] The German Design Award jury described the design as “clear” and “meaningful,” noting that it makes the company’s brand values and strategic orientation understandable.[3]
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